• To have a good working knowledge of the market overall, and to provide a broad perspective on the critical issues facing the brand
• To provide insight into consumers and the brand in a way that helps move the clients’ business in the right direction
• To take and accept responsibility for creative briefs, creative ideas and execution on the brand
• To challenge the thinking on the account on a regular basis both internally and with the client
• To provide clarity on the account (clear thinking and clear communication)
• To have a good working knowledge of the data and qualitative research available on the account/brand
• To own all of the Client’s data and organise it in such a way that non-experts can understand it and make use of it
• To identify information gaps relating to the Client’s understanding of the market, consumer and brand-customer relationship, and make recommendations to fill the gap
• To organise brainstorm sessions and facilitation workshops to thrash out brand-related issues
• To provide input into the Client’s, and Client’s market research team’s, research briefs, research Agency proposals, discussion guides and questionnaires
• To have responsibility for concept development and recommending stimulus for consumer and advertising research
• To be responsible for inspiring original, motivating and consumer relevant creative ideas through the creative briefing process
• To write creative briefs in a way that inspires great creative work
• To act as sounding board for creative ideas, representing likely consumer opinion and out-take
• To have a joint responsibility with Client service team for judgement of creative work
Project Management
• Anticipates consequences of events when planning projects and takes necessary action to keep projects on track
Communication
• Express thoughts in a clear, concise and impact-full manner both verbally and in writing
• Is able to engage creative teams in effective two way communication
• Is candid in his/her dealings with other members of the team and clients
• Can write presentations to communicate a point of view clearly and succinctly and can present them
Business Acumen
• Seeks to gain a broader business understanding
• Demonstrates a basis understanding of the business implications of a specific brand activity
Technical Expertise
• Strong presentation and communication skills
• Has a good knowledge of communications and marketing-related theories and methods
• Has the required qualitative research skills:
Can read, manipulate, prepare, and analyse data at a basis level
• Uses data to support arguments and develops strategies at a basis level
• Has a good working knowledge of the data on the account/brand and demonstrates this knowledge in all areas of work
• Acts as a capable interface with external suppliers and effectively briefs research companies and groups
• Has sound creative judgment
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